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Title: Dehlen et al (2010 p.448)argue that in the 21st centuery 'advertisers are no longer in control of their brands. The power - Essay Example

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Marketing Essay Table of Contents Introduction 3 Brief on Marketing 4 Advertising 5 Phenomena of power shift 8 Influence of marketing communication strategies 13 Reference 14 Introduction The world of 21st century is surviving and existing in an era of fast lifestyle and tremendous development…
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Title: Dehlen et al (2010 p.448)argue that in the 21st centuery 'advertisers are no longer in control of their brands. The power

Download file to see previous pages... It has to be said that because of this connectivity powered revolution, there has been a faster diffusion of various kinds of trends in various corners of the world. Of what is commonly represented as trends of globalization, it has to be defined that the entire process is based on the lines of the cross cultural influence of various kinds of trends that has emerged from the developing as well as the developed markets. The high levels of connectivity, which is providing two ways communication to various existing as well as evolving markets is acting as a major catalyst in regards to the diffusion of the globalization trends. It is highly relevant to mention that because of the rapid diffusion of the trends associated with globalization, there has been a significant evolution of various kinds of new demands from many new markets around the world. This is triggering the needs for emergence of new and open economies around the world. It is of high importance to mention that this is also helping the global markets that are located in various geographical regions around the world to attain a favourable rate of growth by catering to cross cultural as well as international and transnational demands of products and services. The world because of high levels of connectivity has already transformed itself in to a single and interconnected global marketplace. It has to be said that because of the opening of previously closed economies and emergence of new market based economies from the previously ignored countries like Brazil, Russia, China, Africa and many other smaller nations, the organizations around the world are increasingly trying to enter into the new markets. Also, the current slowdown in the developed markets of the West are also providing significant amount of logic for companies of various sizes to think on the lines of entering new markets to secure future growth. This is automatically resulting in a tremendous spike in levels of competition among the organizations on the lines of communicating the value of products and services to the end consumers of these new markets as well as the markets of established nature. Brief on Marketing The world of the current century promotes a highly competitive environment of doing business. It is a very basic and well known fact in the arena of business that for the companies and corporate organizations to survive in the marketplace, their products and services needs to sell in the desired target audience. The United Kingdom Institute of Marketing has defined marketing as the function which helps in a great way in promoting the trade and employment by assessing the needs of masses and consumers. It is utterly relevant to mention that the process of marketing is a market focused approach where the main goal is to sell the products and services to the intended market segment, while increasing the level of satisfaction of the target consumers and customers (Jain, 2009, p. 38 -39 ). Many people view that marketing is a process of exchange of values in regards to distribution of products and services, while satisfying the intrinsic and extrinsic needs of the masses (Young, 2008, p. 4). Marketing in simpler terms represents the combined process related to planning and execution of the concept related to product, places of ...Download file to see next pagesRead More
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